过多选择效应:概念演化、发生前提及行为决策机制

发布时间：2018-03-05 09:22

本文选题：过多选择效应　切入点：行为决策　出处：《北京工商大学学报(社会科学版)》2017年05期 　论文类型：期刊论文

【摘要】：过多选择效应是个体在面对较大选择集时所产生的心理反应及行为表现的总称,是行为人决策有限理性的反映与结果,其发生有无差异性、信息不完备及目标导向三个前提。其中,无差异会导致感知相似性,信息不完备会导致个体无法开展全面判断,二者共同决定了决策困难和认知冲突,而目标导向则会导致个体产生焦虑与后悔等前瞻性情绪。当决策为无目标导向时,无论是认知还是情绪反应都会导致延迟选择;反之,即使出现强烈的负面反应,出于完成任务的需要,个体仍会做出决策,且决策后的负性心理依然存在,即焦虑和预期后悔并未消除。未来可结合目标导向型决策理论及行为决策理论,对这一效应引发的情绪、认知及行为的互动开展更为系统的研究。
[Abstract]:Excessive selection effect is the general term of psychological reaction and behavior performance of individual in the face of larger choice set. It is the reflection and result of the limited rationality of the actor's decision, and whether there is any difference in its occurrence or not. There are three presuppositions of incomplete information and goal orientation, in which, no difference will lead to perceived similarity, and incomplete information will lead to individuals unable to conduct comprehensive judgment, which together determine the difficulty of decision-making and cognitive conflict. Goal-oriented leads to forward-looking emotions such as anxiety and regret. Both cognitive and emotional responses lead to delayed selection when the decision is ungoal-oriented; conversely, even if a strong negative reaction occurs, In order to fulfill the task, the individual will still make decisions, and the negative psychology after the decision still exists, that is, anxiety and expectation regret have not been eliminated. In the future, the goal-oriented decision theory and behavioral decision theory can be combined. A more systematic study of the emotional, cognitive and behavioral interactions caused by this effect has been carried out.
【作者单位】：福州大学经济与管理学院;
【基金】：国家自然科学基金项目“促销决策前瞻性情绪的构成及作用机制:基于电商限时限量型聚集促销的实证研究”(71572039);国家自然科学基金项目“促销决策的情绪—认知交互作用机制:基于后悔、时间压力和认知闭合需要的视角”(71172085)
【分类号】：F272.3

【相似文献】